The name Esbenshade, comes from Espenschied, and literally means "aspen wood." Like many German and Swiss family names, Espenschied comes from a historic village in Germany of the same name. The village dates back to the 12th century and is older than Berlin, Germany's capital.
About Me
WENDELL S. ESBENSHADE
An award-winning executive marketing and communications strategist and leader. Over 20 years' experience in higher education marketing and communications.
My experience and skills include, integrated marketing, SEO/SEM, analytics, graphic design, publication development, communications, PR and media relations, website development, social media, rebranding/brand management, creative direction, project management, managing budgets, dashboarding, goal setting and strategic planning.
Professional Experience
Director of Marketing and Communications, Oct. 2010 - Present
Pennsylvania College of Health Sciences, Lancaster, PA
• Responsible for planning, coordinating, and evaluating all comprehensive marketing and communications strategies/tactics to achieve institutional goals and objectives
• Direct all marketing and communications programs and services including managing two partner marketing vendors, brand/reputation management, advertising, web and digital communications, SEO, graphic design, photo/video shoots, publications and print materials, internal and external communications, social media, PR and media relations, and crisis communications
• Led College strategic rebranding initiative, including internal/external qualitative/quantitative market research, positioning strategy, brand promise formation, name change, logo, responsive website, all of which resulted in a 22% enrollment increase one year following the brand launch
• Developed and maintained a departmental dashboard for tracking key performance metrics to guide operational decision making
• Served as member of Risk Management Team collaborating with Board of Trustees to identify top institutional risks; developed risk registers and mitigation plans
• Deliver presentations to Board of Trustees, President’s Cabinet, faculty, and staff
Education
2022
Certified Digital Marketing Professional Course
Digital Marketing Institute
2014
MBA
Lebanon Valley College, Annville, PA
1994
BA Art (Graphic Design)
Messiah University, Grantham, PA
Awards & Recognition
• Cuppie Awards: Greater Good Ad Campaign (Silver), CUPRAP, 2020*
• Cuppie Awards: Instagram Story (Bronze), CUPRAP, 2020*
• Cuppie Awards: Spotify Ad (Silver), CUPRAP, 2020*
• Telly Award: Advertising (Silver) – Outdoor, The TELLY Awards, 2018
• Telly Award: Advertising (Silver) – Print, The TELLY Awards, 2018*
• Telly Award: Online Video (Bronze) – Recruitment Video, The TELLY Awards, 2015*
• Session Presenter, Education Dynamics, Conference, “Life After Launch: Measuring Your Institutional Brand,” 2014
• Session Presenter, CASE District III Conference, “Small School, Big Voice – Making Your Size Work For You,” 2010
*Produced in conjunction with partner vendor, JPL, of Harrisburg, Pa.